Going Global A Founder’s Big Bet
Eyal Levy thought Yogibo would be big in Japan. How could he best expand the brand?
BY 2013, EYAL LEVY HAD SPENT four years building Nashua, New Hampshire–based Yogibo into a successful fun-and-friendly lifestyle brand centered on its body-hugging beanbag chairs. The Japanese market tempted him. How could he expand there?
“You want a simple model when things are unfamiliar,” says Levy. Franchising stores would provide the experience Yogibo was known for. But Levy was daunted
